TECHNOLOGY
Customer engagement Consumers have a shorter online attention span than ever before. So how are software companies helping spa operators to give their website that initial appeal and make them ‘stickier’?
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ccording to website analytics platform Crazy Egg you have less than 15 seconds to capture someone’s attention online. Understanding how customers interact with technology and identifying their preferences for booking is therefore crucial. So how are software suppliers helping spas entice customers onto their site and keep them there? More importantly, how are they helping them to strike the right balance between stimulating their curiosity without overloading their online attention span, turning brief visits into those all-important conversions?
100 spabusiness.com issue 3 2019
Experts agree it’s less about the bounce rate and more about the dwell time: focus on getting your content and presentation right and the fleeting visit will turn into a longer stay. Jeff Dickerson, CEO of DaySmart Software, says: “It’s important to break up copy blocks, improve layout and optimise the site for mobile users.” Dickerson also believes it’s essential to make the content easily relatable. “Don’t just talk about the spa and its services, spend time describing the ways a visitor benefits from its services. Consider short videos and don’t worry about production
DaySmart client Pure Touch says its blog is key to keeping clients online longer
WAYHOME STUDIO/SHUTTERSTOCK
Spas have less than 15 seconds to capture someone’s attention online
DWELL TIME
quality, handheld is OK, especially if it shows off the spa’s environment or personality. Give people a reason to care!” Katherine Juarez, director of operations at California-based Pure Touch Skin Center, a DaySmart client, says: “Our blog plays a large role in keeping clients on our site, as it contains best practices for skincare, upcoming deals and beauty tips.” Leonie Wileman, COO of Premier Software, maintains that the easier the website is to navigate, the better the customer experience. She adds: “Engaging and relevant content hold’s a customer’s attention. Google Analytics can provide basic information as to how many people are visiting the website and which pages are popular, and provide great insights into what is and isn’t working.” According to a survey conducted by content marketing provider Brafton, the length of the average site visit is 2 minutes, 17 seconds. To increase this time